0 noua] Reco TABLE 8.3 fia Generational Cohort Birth Range Approximate Size Defining Features Milenias (Gen) 1979-1994 78 milion Raised with relative afluence, technologically plugged in and concemed with the environment and social issues, thay also have a strong sense of independence and a perceived immunity from marketing, GenX 1964-1978 50 milion Sometimes seen as faling between the generational cracks, they bridge the ‘technological savy of Gan Y withthe adutreaitias ofthe baby boomers. Baby Boomers 1946-1964 76 milion Stil largely in the prime of their consumption cycle, they embrace products and Iestyles that allow them to tur back the hands of time, Silent Generation 1925-1945 42 milion —_Dafyng their advancing age, they maintain active lvas and products and ‘marketing that help them to achieve that. Io aoe Nor ey gee? 208.7 any E News ar Cae San, haageg Dey Manes Ames 7| rarer Cos To Mr vas, ary Mapes iad are ewer Hany Ws, 202 Hurley reinforces its strong identification with Gen Y consumers through its sponsorship of the U.S. Open of Surfing. Because Gen ¥ members are often turned off by overt branding practices and “hard sell” mar- kkcters have tried many different approaches to reach and persuade them.” 1. Online buzz—Rock band Foo Fighters created a digital street team that sends targeted e-mail blasts to members who “get the latest news, exclusive audio/video sneak previews, ti ‘chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family.” 2. Student ambassadors—Red Bull enlisted college students as Red Bull Student Brand ‘Managers to distribute samples, research drinking trends, design on-campus marketing initia- tives, and write stories for student newspapers. 3. Unconventional sports—Chick-fil-A sponsored the National Amateur Dodgeball Association, “a recreational pursuit for nontraditional sport enthusiasts” 4. Cool events—Hurley, which defined itself as an authentic “Microphone for Youth” brand rooted in surf, skate, art, music, and beach cultures, became the title sponsor of the US. ‘Open of Surfing. Other sponsors included Casio, Converse, Corona, Paul Mitchell, and Southwest Airlines.